EVENT MARKETING

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EVENT MARKETING

• HM 648 Sport Event Management
• Week 11 Lecture 1

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Event Marketing

• the process of maintaining a match between the
  needs and motivations of an events audience and
  its program of activities and supporting
  services
• 
  (Harris Allen, 2002, p105)
• The Marketing Plan
• framework for decision making
• identifies needs/expectations of target group
• sponsorship
• government funding

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The Marketing Process

• Strategies - techniques tools of marketing
• Influences demand - promotes awareness, motivates
  and captures market
• Supply - reflective of markets needs
  expectations

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The Marketing Process

• 1. Product Planning - intelligence gathering
• 2. Service Analysis
• 3. Competition Analysis
• 4. Marketing Mix Analysis
• 5. Determine Target Market
• 6. Setting Marketing Objectives/Strategies
• 7. Action Plan
• 8. Market Plan Evaluation

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The Event Consumer

• The convincing Process
• Use of images of event
• Careful Selection of draw card
• Use of testimonials
• Identify any special characteristics of event
• PIECE Model (Morgan, 1996)
• 5 Principle Motivations (Uysal, Gahan Martin,
  1993)
• Social Factors (Morgan, 1996)

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Product Planning Product Development

• Marketing Research
• quantitative - surveys / statistics
• qualitative - focus groups / interviews
• Sampling
• Be careful to avoid a bias / skewed outcome
• Random selection
• Case study

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Service Marketing Demand

• Basic characteristics of services
• intangibility
• variability
• inseparability
• perishability
• marketing plays a key role in helping to negate
  the above aspects
• a service lacks a physical presence - often more
  difficult to consumers to grasp

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Further Analysis Demand

• Competitor Analysis
• what other services are competitors
• what are the strengths weaknesses
• how will they be addressed
• Analysis of Market Opportunities
• market penetration
• market development
• product development

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The Marketing Mix supply

• The four Ps
• product
• price
• place
• promotion
• Determining the Target Market
• SWOT analysis provides insight into potential
  markets
• should consider market segmentation variables
• (geographic, demographic, socioeconomic,
• benefits sought, repeat attendees)

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The Marketing Plan

• Marketing Goals
• To increase total attendance through improved
  marketing
• To expand the market area and attract more
  overnight tourists
• Marketing Objectives
• should reflect the goals of event
• set objectives in terms of attendance levels
  profit
• SMART principle

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The Marketing Plan - strategies

• Differentiation Strategy
• Market Penetration Strategy
• Market Focus Strategy
• Reformulation Strategy
• Market Development Strategy

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Marketing Communication Mix

• Advertising
• paid form of non-personal communication
• Ability to reach large audience
• Communicate image based messages
• Personal Selling
• Involves direct contact
• Allows for instant feedback

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Marketing Communication Mix

• Sales Promotion
• Activity to stimulate sales
• Adding extra value or incentives
• PR/Publicity
• Evaluate existing public attitudes
• Identifying events activities with public
  attitudes
• Media release
• Direct Marketing
• Database management
• Telemarketing

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Market Plan

• Market Plan
• segment/target market
• event/service
• 4 Ps
• goal/objectives/strategy
• Action Plan
• objective
• strategy
• action
• by whom, , time-line, completed

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Performance Measures

• Performance measurement of marketing strategies
• attendances
• corporate support
• merchandise sales
• raised income
• surveys
• focus groups for feedback

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Lecture Question

• Select an event you are familiar with and write a
  media release to launch the event
• HINT!
• Your media release should have
• a brief and stimulating headline
• a catchy newsworthy theme
• information/message
• picture opportunity times location
• contact details
• date of press release embargo sets the date for
  release